Market research report

2. The marketing process………………………………………………………..4
3. What are customer services and why do companies use it...4
4. Market research aims………………………………………………………4
5. Most businesses develop a marketing plan, which normally involves…5
5.1 To produce such a plan the business must…5
5.2 Normally marketing plans/strategies will concentrate on certain prime targets. ……………………………………………………………………………….5
6. There are various types of research and these are…5
6.1 Market …………………………………………………………………..5
6.2 Product…………………………………………………………………..6
6.3 Price………………………………………………………………………6
7. Links to surveys……………………………………………………...............6
8. Market Segmentation………………………………………………………..6
9. The Marketing Mix…………………………………………………………..7
9.1. Price………………………………………………………………………7
9.1.1. Pricing Skimming…………………………………………………….7
9.1.2. Market penetration…………………………………………………..7
9.2. Product……………………………………………………………………7
9.3. Promotion…………………………………………………………………7
9.4. Place………………………………………………………………………7
Conclusion……………………………………………………………………………7
TASK 2
Market Research Report
I am employee in a Marketing Consultancy as a researcher and I have been asked to write this informal report by Mrs De’Freitas who is considering opening a business and thinks that market research is a useful tool to benefit her business.
Introduction
This report will cover:
• the aims of Market Research
• Methods of market research available including advantages and disadvantages.
• Benefits of Market research as a part of a companies marketing strategy.
The material for the current report I found in:
1. Kotler, P., Armstrong, G., Marketing. An Introduction. (1997) fourth ed., A Simon & Schuster Company.
2. Kotler, P., Brown, L., Adam, S. and Armstrong, G., “Marketing Edition 6”. Prentice Hall Australia, Sydney, 2004.
3. Wainwright, K., Principles of Marketing. Principles of Export. (1994) Blackwell Publishers.
4.
5.
Findings
1. Market research
Market research is the collection of information or data to better understand what is happening in the market place. Mrs De’Freitas and her future firm's marketing department need to know about economic trends, as well as consumers' views. Based on this information, they can put together a marketing plan, which will meet their own needs as well as those of their consumers.
There are two general types of research:
• Primary or field research
• Secondary or desk research
1.1 Primary or field research:
Obtain new data for a specific purpose. The marketing department of a firm or a specialist research organisation can provide this. Typically, the...

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